Not true. FFXIV has a HUGE store to buy cosmetics from, all without sacrificing the quality of gear earned in-game. If WoW's "normal" gear (i.e earned via simply playing) were all super detailed and polished, then I'm certain players will have less of an issue with optional cosmetics as they do now.
Granted WoW's armor sets have gotten better and better with each expansion, but they still need some tender loving care.